Mark and Spencer

Powerful Essays
1. Identify and explain the different customer needs of which the three M&S clothing ranges aimed to serve? Assume that the Perfect and Classic ranges serve essentially the same customer segment.

1.1 Introduction

Mark & Spencer is a leading retailer that offers stylish, high quality and great value clothing for a wide range of audience (M&S, 2011). They are also offering other products and service such as homeware, outstanding quality foods and financial services. Mark & Spencer was established in year 1884 and introduced by a Russian-born Polish refugee who name Michael Marks. Mark & Spencer had operated it business from a stall and grown into an international company which have over 600 UK stores and serving 10 million numbers of customers per week.

The greatest strength of Mark & Spencer is their quality. They demanding high quality and great value for their product, no matter it is a cloth or a food. Besides that, the reputation or brand name that recognized by international are also helpful for them, its help to increase their publicity.

In year 2007, Mark & Spencer has launched a plan named Plan A, which is committing to change 100 things over five years. The purpose of this plan is to enhance the way they operate the business by making a change for the environment and its customers, employees and supply chain (How We Do Business Report, 2010). With the 100 target they set, they have achieved 62 of it such as opening ‘green’ concept stores, improved the deliveries of suppliers, reducing air freight and so on.

1.2 Perfect and classic ranges

Perfect and classic collections are offering the classically stylish merchandise for their core customers. The objective of perfect and classic collections is serves those women who had a busy lifestyle and mature customer. They always are looking for the clothing which have good quality and value but with a reasonable price. When peoples have a busy lifestyle, they do not have extra time to do those extra

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